Don’t be worried about a certain amount of repetition in a media interview, because if you cover a number of aspects of the topic, there is always a danger that what you think is the most important point can get lost amongst a lot of detailed information. Just try to find alternative ways of framing your key points each time—phrases such as “as I was saying” or “as I’ve already explained” can make this easier. If you return to these on two or three occasions, the journalist cannot fail to see that these are the issues you feel are most relevant. If you are talking to a ‘print’ journalist, you want, if possible, the point you most want them to pick up to be the most compelling you make, so it stands out as the obvious ‘quote’ to be used. If you are on radio or television, you want it to be the one that sticks in the viewer’s or listener’s mind. Running the most important point through in your own mind a few times beforehand to sharpen up your language will make a big difference, to make sure you have some powerful and compelling phrases ready, which can then be well worth returning to later in the interview.
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